9 ways to improve your website conversion today

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98% of visitors leave a website without doing what you want them to

A website conversion is getting your site visitors to do what you want them to do. This could be to fill in a contact form, or complete a transaction. On average 98% of site visitors leave a website without doing what the website owner wants them to do.

When the conversion rate of a website increases, all things staying equal the bottom line profit is affected more than the revenue.  

Increasing your conversion will have a big impact on your bottom line. Small improvements bring big returns. If you can convert one more person out of each 98 visitors, your conversion increases to 3%, which means you increase the sales on your site by 50%!

When the conversion rate of a website increases, all things staying equal, the bottom line profit is affected more than the revenue. If we look at a simple example, increasing your website conversion rate from 1% to 1.2% would increase your revenues by 20% and your profit by 56% (see details below).

Traffic to profit calculations

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9 simple ways you can improve your website

Below are 9 simple ways you may be able to improve your website today:

1. Focus on your website visitors

People are goal driven and will come to your website with a specific objective in mind.  If you don't give your visitor what they are looking for they will leave your site.  Your task is to know what your visitors want and how best to give it to them.  

Build your customer profiles and personas to help you through your process.  Your visitor segments could be based on a variety of factors including:

  • Products they are interested in
  • Stage in the buying process
  • Location

Identify the various target segments and give each what it needs to increase your potential target market.

2. Make it easy to understand what your business does.

You have less than 5 seconds to engage a visitor before they leave. Because of this you have to make the information on the website as clear as possible. People don’t read long paragraphs of text so use clear headings and images where appropriate.

3. Place important information in the ‘Priority Areas’.

A website visitors eyes flows from the top left down and then to the right. Due to this the content should be prioritised according to this. Below is a simple eye tracking page planner which shows what each of the areas should be used for.

4. Make the navigation clear.

A clear navigation allows the website visitor to find the information they are looking for. Key aspects to consider:

  • Don't have more than 7 items. More than that will make it look cluttered and the short term memory can only memorise 7 items.
  • The navigation items should be labelled so that if that was the only information the visitor had access to they would have an understanding of what the site is about.
  • Make sure you speak the customer's 'language' so that they understand what these labels mean.

5. Identify Your Goal Micro Steps

Whatever the conversion of your website is it is likely that there will be several steps people need to make before being ready to purchase.  You need to identify what these steps are and make them as easy as possible to complete.  Examples of these steps include:

  • Finding product details
  • Finding delivery and returns information

The easier these steps are to be completed the higher the conversion rate of your website will be:

Steps for conversion success

6. Use segments & funnels

Using funnels allows a web page to guide visitors to the information they are looking for.  The key principle to follow is that every page should have what the visitor is looking for, or a clear link to get them there. If they don’t have one of these, they will leave.

7. Provide the content that the visitor wants

The difference between a good and bad website is the same as the difference between a store with a good sales person and another with a bad sales person. A good website provides website visitors with the information they need, when they need it.

8. Use Calls to action

A call to action is like your website closing a sale.  If you want a customer to take an action, you must explicitly tell them to take that action.  Calls to action are hyperlinks that move your customers through your sales process.

9. Measure Your Performance

Measuring the performance of your website is fundamental to being able to succeed. You need to know what is working so that you can do more of it, and know what isn't working so that you can either adjust the strategy or stop doing it. To measure the performance of the website make sure that you have analytics installed and your goal tracking setup.

Making the improvements outlined above will help you to increase the number of enquiries you receive through your website.

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Notes On Our Author:

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Markus Goess-Saurau - Consultancy Partner

Serial entrepreneur and early-stage investor with 10+ years operational experience in successfully growing ecommerce and retail brands from start up through to scale up and exit. Core skills in digital strategy and digital marketing across the full digital mix, with focus on growth through conversion optimisation and multi-channel acquisition. Currently CEO & Founder of Sond and consultancy partner at Rich Insight. 

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